Colorado’s Talent Development System:

Communications Plan March 18, 2016

CO’s Talent Development System

• Nationally recognized as a leader

• Many in our own state are not aware & not engaging

Our Communications Plan goal:

• Better reach those served

• Help them access tools & resources available

• Continue & enhance internal collaboration

What is SUCCESS?

1.Students and workers know: Multiple on- and off-ramps to education and meaningful work

2.Businesses know: Colorado can support their rapidly changing workforce needs

3.Legislators know: Collaborative work is happening – and is effective

4.Governor & agency directors know: Colorado is leading the nation – and getting even better

5.Agencies know: How to engage; their role in contributing; collaboration is there

6.Community leaders know: What’s happening at the state level, but it’s bottom up

Building the BRAND

The Colorado Talent Development System:

• Business-centered

• Powerful collaborations and aligned efforts

• Bringing together:

• Industry

• Workforce Development

• Education and Training

• Economic Development

• Serving Businesses, Workers, Job-seekers

and Students

Marketing Plan OBJECTIVE

Promotion of Colorado’s talent development system

will result in the following outcomes:

• Students, job-seekers & workers: information; access;

help set and achieve their goals

• Businesses: Develop talent in Colorado

• Individuals in all partner entities: know the Talent

Pipeline; their role; how it benefits those they serve

• Elected officials and community leaders: support and

promote the value of the Talent Development System

Marketing Plan STRATEGIES

• Increase awareness and use of the Talent Development

System

• Connect students, job-seekers and workers to career

and training opportunities

• Streamline business’ access to information they need

• Engage more businesses more deeply

• Actively engage a diversity of partners

• Develop a network of leaders and advocates across

industries

Marketing Plan TACTICS

Increase awareness and use of the Talent Development

System

1. Develop an umbrella brand

2. Actively communicate to target audiences via:

a. Existing marketing channels

b. Public Service Announcements (PSA’s)

c. Business and media partnerships

d. Digital and search engine marketing

Marketing Plan TACTICS

Connect students, job-seekers and workers to career and

training opportunities

Streamline business’ access to information they need

3. Develop an electronic gateway / “landing page”

4. Move audiences from awareness to advocacy:

a. Centralized social media strategy

b. Content marketing

c. PR and earned media

Marketing Plan TACTICS

System Coordination Tactics under development:

• Engage more businesses more deeply in solution

development and implementation

• Actively engage a diversity of partners focused on

alignment to create Colorado’s talent pipeline

• Develop a network of leaders and advocates across

industries

Breakouts:

1. Choose the audience you know best:

• Students, job-seekers, & workers

• Businesses

• Talent development system partners

2. Stay at the 100K foot level – answer for the ENTIRE

talent development system

3. Report back at the end